CTC News

Eurozone turmoil undermined German travel confidence in 2012.

CTC’s latest Global Tourism Watch report reports on a giant global travel market with uncertain long-haul travel plans.

24 July 2013

The German travel market is a global giant, bolstered by the world’s fourth-largest economy. However, consumer confidence has stayed shaky due to the ongoing uncertainty in the Eurozone, making retail travel sales sluggish, says the new Global Tourism Watch (GTW) summary report published by the Research department of the Canadian Tourism Commission (CTC).

Other key facts and trends from the report:

  • Only 10% of all German travel is long-haul. While Canada is the fourth-largest recipient of these travellers, it is still quite a distance behind the US, China and Thailand.
  • Canada has some strong personality associations in the German market. Best results: first place finish for Liberal, second place for Confident and third place for Beautiful, Friendly, Informal, Authentic and Intriguing.
  • Inspired geography and offering an authentic experience are brand perceptions where Canada stands out for German consumers.
  • Given the American dominance of this long-haul travel market (1.8 million visits), Canada could lure some of that traffic with dual itinerary trips.
  • Seeing beautiful scenery is top of the to-do lists for German travellers in Canada, with several cultural interests also appearing in the top 10. However, a lack of interest in winter activities—one of Canada’s strongest products—is an ongoing challenge.
  • More than 40% of Germans coming to Canada have close friends or relatives in our country.
  • Most German visitors to Canada tend to be middle-aged and married, with higher-than-average incomes and kids aged 18 or under still at home.
  • British Columbia (75%) and Ontario (70%) are almost neck and neck in terms of interest for those intending to visit Canada in the next two years, with Quebec (55%) and Alberta (43%) completing the top four provinces.
  • Top two hurdles in the way of Germans visiting Canada: Canada is viewed as too expensive, followed by other preferred destinations.
  • TV travel shows (33%) are the No. 1 source of Canadian travel info in the German market, followed by family, friends and acquaintances. There is also a strong showing for traditional sources, such as magazine articles, and travel guides or brochures
  • The most popular activity among German travellers is sending a postcard back home, a cultural trait.

TNS conducts the Global Tourism Watchsurveys for CTC. The company asks thousands of participants aged 18 and over from around the world for their views on Canada and CTC’s Canada. Keep Exploring tourism brand. The 2012 reports look to identify shifts in each market since 2007 via a substantially revised questionnaire. 

Read the Global Tourism Watch 2012 Germany summary report.


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